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I’m often asked by salon owners and managers, “David, what is the secret to success for a tanning salon?” and, “David, how can we sell more?” My answer has no fluff and comes from years of working behind salon counters across multiple countries – salon sales counters just like the one you work behind now.
Many expect the answer to include some sales tactic or merchandising method that I’ve seen work, which of course play an important role in “salon success.” But without one particular skill, all the marketing, sales techniques or merchandising won’t work, anyway. I have narrowed it down to one simple word: talking.
Talking – the sounds that come out of every salon employee’s mouth in the form of words – will always be the one sales skill that will determine the level of success your salon can achieve.
Talking (or lack of talking) is happening right now and during every minute the salon is open. Actually, talking is even happening when the salon is closed. Your guests are talking about the “talking” that occurred while they were in your tanning facility taking their little beauty nap.
The talking that takes place in your salon is a huge part of your brand and the “experience” by which your guests know your business.
Let’s call it “thoughtful communication.” Delightful, well thought-out, skillful conversation that is sharpened and practiced is the one detail that allows any salon to sell much more than another, with everything else being equal.
When your entire team is conscious of the way they give information to and receive info from your guests, that one skill alone will affect product sales far more than a flashy new logo or FB 20% off ad ever could.
Here are some Thoughtful Communication quick tips to teach and practice:
Keep on talking … and happy selling!
David McFarland is a National Educator for Sun Evolutions, offering brands including Supre Tan, ProTan, Fiesta Sun and Playboy. He is a face-to-face sales and beauty product fanatic who gauges his success solely on his effectiveness at selling real product to real, live salon customers.
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